All successful brands do this and only a few noticed! Many of us think that they’re just doing great marketing but the truth is that they didn’t just focused on running ads and making noise about their products - they target a specific audience or community then market it to them.

Let’s say Apple.
They’re one of the most popular tech giants on Earth. During their early years, they focused on targeting a community for their products. Remember the “Think Different” video ad? It’s for those people who literally thinks different - the outcasts, the visionaries, the dreamers. Even today, they focus on the creatives and visionaries but at a much larger scope.

Also for Beats by Dr. Dre, one of their successes came from a community! They focused on influential people mainly from sports and gave them free headphones. When fans (especially the youth) sees their favorite player wearing one, the word immediately spreads out! Talk about publicity!